January 2012 by Wainscot Media

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INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

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JANUARY 2012 $5.00

12/19/11 5:37 PM

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UNITED WE STAND.

www.unitedlegwear.com

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Noelle Heffernan Publisher Jennifer Cattaui ;Z_jeh _d 9^_[\ Nancy Campbell 9h[Wj_l[ :_h[Yjeh ;:?JEH?7B Angela Velasquez <Wi^_ed ;Z_jeh Audrey Goodson Mary Avant Lyndsay McGregor 7iieY_Wj[ ;Z_jehi 9H;7J?L; Trevett McCandliss 7hj :_h[Yjeh Tim Jones I[d_eh :[i_]d[h 9EDJH?8KJEHI Michel Onofrio Ijob[ :_h[Yjeh

JANUARY2012 FEATURES

26 With Love, Little Giraffe <ehc[h \Wi^_ed _dZkijho j_jWd" Jh_i^ Ceh[de" i^Wh[i ^[h i[Yh[j je Xk_bZ_d] j^[ X[bel[Z XbWda[j XhWdZ _dje W \Wc_bo \Wleh_j[$ 30 Cool Kids IY^eeb kd_\ehci m_j^ fh[ffo Wff[Wb cWa[ j^[ ]hWZ[ Wj h[jW_b$

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7:C?D?IJH7J?ED Laurie Guptill FheZkYj_ed CWdW][h Melanie Prescott 9_hYkbWj_ed CWdW][h Julie Gibson M[XcWij[h

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36 Mixmasters <ekh iWllo h[jW_b[hi j^h_l[ _d jek]^ j_c[i Xo im_jY^_d] kf j^[_h i^efi Yeh[ e\\[h_d]i$

FASHION

4 ;Z_jehÊi B[jj[h 6 JWba_d] Fe_dji 8 <h[i^ <_dZi 10 >ej Fhef[hj_[i 12 D_d[ J^_d]i 14 Ed Jh[dZ 18 Ifejb_]^j 22 ?d <eYki 50 9Wb[dZWh 60 H[c_n Left: Jacket by Timberland by Parigi. On the cover: Levi’s by Haddad jean jacket, Bit’z Kids jumper dress, mandarin collar shirt by Blu Pony Vintage. Photography by Christophe Kutner. Correction: In November/December’s “To Market We Go,” we indicated that ENK was being held from Jan. 11-24. The correct dates are Jan. 22-24.

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 96 Issue 1. The business and fashion magazine of the children’s wear industry is published monthly by Symphony Publishing NY, LLC, 36 Cooper Square, 4th Floor, New York, NY 10003. The publishers of this magazine do not assume responsibility for statements made by their advertisers in business competition. Periodicals postage is paid in New York, N.Y. and additional mailing offices. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2012 by Symphony Publishing NY, LLC. Postmaster: Send address changes to Earnshaw’s Infants, Girls and Boys Wear Review, P.O. Box 8548, Lowell, MA 01853-8548. Publisher is not responsible for unsolicited manuscripts or photos. Any photographs, artwork, manuscripts, editorial samples or merchandise sent for editorial consideration are sent at the sole risk of the sender. Symphony Publishing NY, LLC will assume no responsibility for loss or damage. No portion of this issue may be reproduced without the written permission of the publisher. Printed in USA.

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Auld Lang Style

Exciting new fashions and a big anniversary are reasons to celebrate in 2012.

EDITOR’S LETTER

THIS YEAR WILL be a very special year for us at Earnshaw’s. In April, we celebrate our 95th anniversary, and to prepare, we are spending weeks rifling through our archives, learning what it was like to be a retailer and own a part of the “American Dream” in 1917 and the decades that followed. Those big dreams are captured in our fashion story, “Wild West” in which photographer Christophe Kutner shows children at play in the wide-open American landscape. On a misty day in Long Island, the kids set up camp and spent an afternoon climbing trees, running through the thick and taking no prisoners, while keeping warm in Fall ’12 outerwear. We continue the coat conversation in “Coats of Glory” and get a glimpse of this year’s boys’ outerwear, a study in utilitarian styling, while we show off some girlier looks in our kids’ choice section, Remix. Speaking of mixes, a great retail mix can lead to success, and in our feature “Mixmasters,” retailers who have taken a new look at the merchandise they stock tell us how they have updated their shops to reconnect with today’s customer. This may mean adding new labels, focusing on new size ranges or amping up the giftables for tourist clientele. Nowadays, not only are customers changing, but back-

to-school season is changing, too, with a greater number of schools requiring uniforms for their students. In “Making the Grade,” we find that uniforms are more stylish than ever, with bolder colors and flat-front pants, chunky knits and more feminine polos. Change was the topic at hand when we chatted with Little Giraffe CEO Trish Moreno for our feature “With Love, Little Giraffe.” She gave us insight into her brandbuilding techniques for growing the infant company— which has attracted a decidedly A-list following, thanks to its super-soft blankets, robes and plush toys. Only two and a half years in at the helm of the 12-year-old brand, Moreno dishes about the revamped website, redesigned trade show display and updated product line. We also spoke with style setters Jennifer Connaughton of apparel brand, Ferd, and Erin Sander of boot behemoth, Sorel, about their new designs and plans for Fall ’12. All signs point to yes for a very stylish year ahead!

JENNIFER CATTAUI jennifer.cattaui@9threads.com

See us at Kids Show Las Vegas, Bally's, Feb. 13th-15th Offspring 112 W. 34th St., Suite 1000 NY, NY 10120 212-279-4150 Mark Zelen

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Northeast Bill & Sandie Ellsworth 781-326-3999

Southeast Paul Daubney 404-577-6840

Caribbean/Latin America/ South Florida Rolando & Ana Hidalgo 305-266-8745

West Coast Teresa Stephen & Krystal Crooymans 866-723-KIDS

Midwest Richard Finkelstein & Al Zaiff 800-935-0236

Texas/Southwest Annette CardonaStein 214-637-4446

International Nathan A. Mamiye 212-216-6008

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Hop the Pond

talking points

Looking to snag j^[ bWj[ij _d ;khef[Wd \Wi^_edi5 9WjY^ W fbWd[ j^_i m_dj[h je Y^[Ya ekj ;khef[Êi X[ij Y^_bZh[dÊi jhWZ[ i^emiÆWbb e\\[h_d] jWdjWb_p_d] d[m \[Wjkh[i je j[cfj Xko[hi je cWa[ j^[ jh_f$ Pitti Bimbo; Florence, Italy; @WdkWho '/#(' What’s New: With an overwhelming number of entries, the second edition of the show’s design contest, “Who Is On Next? Bimbo” promises to be even bigger. Don’t miss the runway show featuring fashion from the winning designers representing the freshest global talent in kids’ fashion. Playtime Paris; Paris, France; @WdkWho (.#)& What’s New: Don’t leave home without checking out the show’s “Preparatory List,” an online tool kit with photographs, booth numbers and exhibitor information, enabling buyers to make selections pre-show. Also, bring along the little ones to frolic in an imaginative play space at the entrance of the show, held at the Musée en Herbe.

Young models work the runway at Pitti Bimbo.

Playtime in No Time

8kXXb[ BedZed1 BedZed" ;d]bWdZ1 @WdkWho (/#)& What’s New: Stay ahead of the trend curve with the show’s “Look Who’s Talking” free seminar program, hosted by Nicole Yee, associate children’s editor for global trend forecasting firm Stylesight. Yee will give attendees a glimpse of the hottest items, colors, materials and accessories for Fall ’12. 9?<<A_Zi1 9ef[d^W][d" :[dcWha1 <[XhkWho (#+ What’s New: Thanks to a partnership with Cover Kids magazine, look for even more trend shows and daily workshops at this children’s offshoot of the Copenhagen International Fashion Fair.

Buyers take a break at Bubble London.

THE FOLKS AT Playtime New York have made buying easier this year by adding new features to their website, www.playtimenewyork.com. Exhibitors can upload their own text and pictures to Playtime’s site, as well as a link to their Facebook page and brand URL. Buyers can easily preview show exhibitors and aggregate a “hit list” of designers they plan to visit. If they email that list to Playtime at least one month before the show, they’ll get back a document with the brands’ booth numbers to make shopping the market a snap.

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12/18/11 3:02 PM

Comedian Richard Kind and Chairman and CEO of JCPenney, Mike Ullman, at K.I.D.S. gala.

Gift Suite

NEW YORK INTERNATIONAL Gift Fair (NYIGF) is welcoming a host of new companies to the Baby & Child section this year, including Art Addiction Kids, Inmate Tees, Slick Sugar and Jura Toys. Other companies, like BabyLegs, P’kolino, Grandcamp Adventures and Trumpette are expanding their offerings in the kid-centric section. For a full list of exhibitors, go to www.nyigf.com. For a quick pick-me-up while shopping the market at NYIGF, stop by the Baby & Child section on Jan. 28 from 3 to 4 p.m. for a cup of cocoa courtesy of Earnshaw’s.

Sweet Charity MORE THAN $1.1 million was raised at the 26th annual gala for global children’s charity Kids in Distressed Situations (K.I.D.S.) on Dec. 8 in New York. Actor and comedian Richard Kind hosted the event, which drew more than 700 executives from the retail, fashion and children’s arena to celebrate another year of charitable service, while honoring JCPenney, Levi’s and Delta Children’s Products for their leadership in helping children and families in need. “As a result of their unwavering support, we are able to continuously enhance the quality of life of those that need it most,” said Kevin Burke, chairman of K.I.D.S. and president & CEO of American Apparel & Footwear Association. Since its inception in 1985, K.I.D.S. has provided 65 million underprivileged and disaster-stricken children with more than one billion dollars of new clothing, toys and basic necessities. www.kidsdonations.org.

School Days STUDENTS IN THE Fashion Institute of Technology’s childrenswear program showed off their practicum projects on Dec. 7. Paired with Haddad, LT Apparel, Rothschild, Pink Chicken, Positively Organic, Egg by Susan Lazar and Pastourelle, the students designed prospective Spring/Summer and Fall/Winter collections for the brands, replete with mood boards, color palettes, fabric swatches, tech packs and line sheets. Industry insiders attended, scoping out the next generation of talent. With outerwear on our minds this issue, we were smitten by Sky Kim’s Winter Wonder collection for Rothschild, shown above. www.fitnyc.edu.

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12/18/11 3:02 PM

fresh finds Cheeky fun meets super-soft comfort with the launch of Canadian pajama brand Boker & Laila. Offering bodysuits and sleepers for infants and toddlers from 3 to 24 months and two-piece pajama sets for children from 12 months to 7 years, the brand’s Fall ’12 collection includes playful patterns with coordinating tops, like dinosaur skeleton print pajama pants coupled with a “Dead Tired” tee. Made of 100 percent interlock cotton, the pajamas feature hand-stamped care instructions and are inside-brushed for added coziness. Wholesale prices range from $7.50 to $14. Visit www. bokerandlaila.com.

Brag About Baby bows a collection of eye-catching infant essentials in bright, playful prints. Decked out in everything from paisley and polka dots to psychedelic orange swirls, the collection includes bibs, changing mats, bloomers, burp cloths, diaper clutches, headbands and hats. Apparel Yedi_iji e\ ed[#f_[Y[i _d i_p[i & je '( months and dresses from 6 months to 4T. Wholesale prices range from $6 to ('$ L_i_j www.bragaboutbaby.com.

For baby gifts that brighten store shelves, Petites Frites offers a collection of burp cloths, bibs and blankets in bold primary and classic pastel colors. Available in sets of two, three, four and six and packaged in jam jars and crayon-inspired recyclable boxes, the collection is made in the United States using a soft, washable, sustainable cotton blend and low-impact dyes. Wholesale prices range from $13 for one bib to $41 for a day-of-the-week bib set. Visit www.petitesfrites.com.

Danish kids’ brand New Generals brings its edgy, fair-trade fashion basics to America, with a collection for boys and girls from newborn to size 10. The brand’s designs—featuring signature details like oversized pockets, narrow cuts and cuffed pant legs—come in a mod color scheme of black, white and shades of gray. Produced in a GOTS-certified factory in Turkey, the Fall ’12 collection includes rompers, leggings, hoodies, sweatshirts, dresses, trousers, underwear and cardigans. Wholesale prices range from $9 to $30. Visit www.newgenerals.com.

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Sustainable children’s brand Green Pomegranate enters the wholesale market with a one-ofa-kind collection for tots from 3/6 months to 4T. Made from 100 percent post-recycled materials like bed sheets and men’s shirts, the vintage fabrics are washed using phosphate-free, enzymeactivated, tripleconcentrated, low-suds detergents and crafted into classic children’s silhouettes. The collection, which wholesales for $24 to $75, includes dresses, rompers, bloomers, pants, tunics, hats and a hand-embellished sweater for girls, as well as button-downs, shorts, rompers and hats for boys. Visit www. greenpomegranate.com.

French children’s brand Pearls & Popcorn launches stateside with a European-chic collection for infants and toddlers from 3 to 36 months. Available beginning Spring ’12, the collection—inspired by classic French silhouettes—includes an array of one-pieces, tops, tees, sweaters, jackets, pants and overalls for boys, as well as blouses, dresses, shorts, skirts, cardigans, bloomers, rompers, hats and kerchiefs for girls. Wholesale prices range from $20 to $60. Visit www. pearlsandpopcorn.com.

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For a kid-friendly spin on Seattle grunge, Holt and Lulu introduces a unisex collection of tees, tops, hoodies, jackets and pants for children’s sizes 2 to 6. For girls, the brand also offers a bubblebottom blouse and a faux leather skirt. Made in the United States using machine-washable fabrics, the collection’s neutral palette is punched up with pops of denim and fuchsia. Wholesale prices range from $20.50 to $56. Visit www.holtandlulu.com.

Children’s brand Little Traveler branches beyond rugged staples for boys, adding an infant collection and a girls’ line, Traveler Girl. The infant styles, which wholesale for $14 to $15, include cargo shorts, rompers and polo rompers, emblazoned with vintage-inspired ads featuring everything from make-believe baseball teams to zoos. The girls’ collection, with wholesale prices ranging from $2 for headbands to $36 for ruffled dresses, includes tanks, tees, dresses, shorts, capris and lounge pants. True to the brand’s name, many girls’ tops sport postcard prints of Italy, France and Japan. Visit www.littletravelerusa.com.

12/14/11 2:28 PM

hot properties

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Crown Crafts Deal to Give Infants the Star Treatment Lucky No.7 ?\ oekh Ykijec[hi YWd d[l[h ][j [dek]^ ÇOe =WXXW =WXXW "È ^[h[ Wh[ i[l[d iebkj_edi0 :>N C[Z_W" b_Y[di_d] W][dj \eh j^[ m_bZbo fefkbWh a_ZiÊ JL i[h_[i" i_]d[Z W êij e\ d[m b_Y[di_d] Z[Wbi \eh \h[i^ ÇOe =WXXW =WXXW È WffWh[b WdZ fheZkYjiÆXh_d]_d] j^[ jejWb c[hY^WdZ_i_d] W]h[[c[dji \eh j^[ iêm je Wbceij \ehjo$ J^[ d[m Z[Wbi _dYbkZ[ J#i^_hji WdZ êeZ_[i Xo <h[[p[ 9bej^_d]1 Yebb[Yj_Xb[ jeoi \hec <kdae1 ieYai \eh jeZZb[hi" Y^_bZh[d WdZ `kd_ehi \hec FbWd[j Ien1 WdZ b_c_j[Z#[Z_j_ed Ybej^_d] \hec LebYec$ J^[ JL i[h_[i" Wbh[WZo _d _ji \ekhj^ i[Wied" ^Wi fh[l_ekibo \ehc[Z fWhjd[hi^_fi m_j^ ikY^ YecfWd_[i Wi FWhWcekdj%D_Ya[beZ[ed >ec[ L_Z[e" LWdi WdZ Jo 8[Wd_[ 8WX_[i$ <eh _d\ehcWj_ed ed h[jW_b effehjkd_j_[i" YedjWYj Erin Dippold at edippold@wildbrain.com.

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12/14/11 9:40 AM

(*Patent pending)

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12/20/11 9:47:40 AM

NINE THINGS

Beehive Kitchenware heart spoon and fork

Fashion Angels “Tapefitti” crafting set

Elegant Baby infant jeans

Dolan Geiman wall art

Peter Pauper Press book and paper doll playset

Uptown Artworks birth announcement pillow

Woolly Boo nap mat

Money Scholar catcher’s mitt coin bank

PEEKABOO!

A first look at standout Baby & Child giftables at the January NYIGF.

Innobaby Packin’ SMART Keepaa drink sleeve

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12/14/11 9:50 AM

NEW

for

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ReTJTUBOU -FBUIFS 4PMF for pediped OriginalsÂŽ

Ĺ&#x2014; /FX MFBUIFS EJBNPOE USFBE JT NPSF TMJQ SFTJTUBOU Ĺ&#x2014; "WBJMBCMF PO BMM /&8 4QSJOH 4VNNFS OriginalsÂŽ TUZMFT Ĺ&#x2014; "MM OBUVSBM MFBUIFS TPMF KVTU MJLF CFGPSF Ĺ&#x2014; 4VSWFZ EBUB TIPXT QBSFOUT BSF NPSF MJLFMZ UP QVSDIBTF OriginalsÂŽ XJUI UIF OFX MFBUIFS EJBNPOE USFBE TPMF pedipedâ&#x20AC;&#x2122;s stylish and comfortable footwear ranges from newborn to size 33 EU (2 youth US) and has been awarded the Seal of Acceptance by the APMA.

www.pediped.com

New leather diamond tread reduces potential slipping!

*Survey of pediped customers conducted by pedipedÂŽ footwear.

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ON TREND PLAID

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CHECK, PLEASE 1 Snapper Rock swim trunks 2 Kicky Pants one-piece 3 Smocked dress by Marco & Lizzy by Little Threads 4 CUT by 2 Blondes button-down shirt 5 Clog by Cape Clogs 6 Jacx hoodie 7 Bows Arts hair bow 8 Twofer by Mini Muffin 9 T-shirt by Grass & Clovers 10 Trio of socks by Blindmice 11 Diesel shorts 12 Baby CZ by Carolina Zapf blazer and shorts 13 Blu Pony Vintage vest 14 Bodysuit by Andy & Evan 15 Kapital K flannel shirt 16 Shorts by Mish Mish 17 BabyLegs leg and arm warmer 18 Shorts by Tea Collection

PHOTOGRAPHER: TIM JONES. FASHION EDITOR: ANGELA VELASQUEZ

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2012

JANUARY 22-24 M A R C H 11 - 13

THE JAVITS CENTER 11 AVENUE @ 37 STREET 9AM-6PM SUN & MON . 9AM-5PM TUES

R E TA I L E R / B U Y E R R E G I S T R AT I O N : W W W. E N K R E G I S T R AT I O N S . C O M WWW.ENKSHOWS.COM/CHILDRENSCLUB T. 2 1 2 . 7 5 9 . 8 0 5 5 F. 2 1 2 . 7 5 8 . 3 4 0 3

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ON TREND HORSES

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7 6

MANE EVENT

1 Trends R Us horseshoe charm bracelet 2 Pajama set by Sara’s Prints 3 Messenger bag by Freerange Chic

4 Lemon crystal-embellished T-shirt 5 Tic Tac Toe sock 6 Headband by Shelia Bee 7 Huggalugs leg and arm warmer 8 Olivia & Ollie sequin-embellished T-shirt 9 Dress by Twirls & Twigs 10 Umbrella and rain boot by Hatley 11 Sock by Jefferies Socks

PHOTOGRAPHER: TIM JONES. FASHION EDITOR: ANGELA VELASQUEZ

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12/14/11 9:57 AM

ON TREND SCHOOL

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6 8

SUPPLY CLOSET 1 Stockmar coloring blocks 2 Safety scissors by Fiskars 3 The Seven Year Pen by Seltzer Goods 4 Eeboo box of crayons 5 Flower pens by DCI 6 SugarBooger by Oré backpack 7 Notebook by Out of Print 8 Kipling lunch bag 9 Pencil case by Blue Q 10 Loungefly laptop case

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12/14/11 9:57 AM

SPOTLIGHT APPAREL

Sizing: 0-6 years Wholesale: $25-$65

Four, Going on 30 A line of sophisticated silhouettes and designs is bringing out the grown-up in fashion-savvy boys and girls.

otherhood changes everything, and for designer @[dd_\[h 9eddWk]^jed" j^Wj [l[d _dYbkZ[Z ^[h èX$ After having her first son, 9eddWk]^jedÆW '&#o[Wh Z[i_]d l[j[hWd _d j^[ mec[dÊi \Wi^_ed _dZkijhoÆjeea j^[ fbkd][ _dje Y^_bZh[dim[Wh$ ?d (&&-" i^[ bWkdY^[Z <[hZ" W b_d[ e\ XeoiÊ Ybej^_d] _dif_h[Z Xo m^Wj i^[ mWdj[Z je i[[ ^[h emd ied m[Wh_d]$ Ç? Z[Y_Z[Z j^[h[ mWi W d[[Z \eh W Z_\\[h[dj jof[ e\ XeoiÊ Ybej^[i ekj j^[h[" WdZ ? ^WZ j^[ XWYa]hekdZ je Ze _j" ie _j a_dZ e\ `kij ^Wff[d[Z"È 9eddWk]^jed h[c[cX[hi$ ÇJ^[h[Êi W bej e\ heYa[h ijk\\ ekj j^[h[ WdZ W bej e\ ijk\\ j^WjÊi ceh[ Yedi[hlWj_l[$ M[Êh[ _d j^[ c_ZZb[$ ? YWbb _j W ceZ[hd jm_ij ed j^[ YbWii_Y$È J^[ b_d[ e\ Zh[ii_[h XeoiÊ WffWh[b _dYbkZ[i ijWfb[i b_a[ ijkhZo meeb jheki[hi WdZ idWppo jW_beh[Z l[iji _d ief^_ij_YWj[Z Yebeh fWb[jj[i b_a[ Y^WhYeWb ]hWo" dWlo WdZ XbWYa$ ÇM[ Wbceij Z[i_]d \eh W b_jjb[ cWd _dij[WZ e\ W b_jjb[ Xeo"È 9eddWk]^jed [nfbW_di$ 7dZ je Ze ie" <[hZ beeai el[hi[Wi \eh \_d[#gkWb_jo ;khef[Wd cWj[h_Wbi b_a[ c[h_de meeb \hec ?jWbo" Yejjed \hec IfW_d WdZ fh_dji \hec BedZedÆYecfed[dji j^Wj Wh[ ceh[ e\j[d ki[Z m^[d YedijhkYj_d] c[dim[Wh$ ÇM[ ki[ ^_]^#gkWb_jo \WXh_Yi" WdZ m[ cWa[ ekh fheZkYji _d j^[ K$I$"È 9eddWk]^jed iWoi$ ÇJ^WjÊi h[Wbbo W cWèh fbki \eh kiÆm[ ][j je Yedjheb j^[ gkWb_jo X[YWki[ _jÊi h_]^j _d ekh XWYaoWhZ$È J^Wj gkWb_jo ^[bf[Z j^[ Yebb[Yj_ed X[Yec[ Wd _cc[Z_Wj[ ^_j" WdZ cWdo <[hZ \Wdi m[h[ ie ic_jj[d Xo j^[ XeoiÊ b_d[ j^Wj j^[o Wia[Z \eh W ]_hbiÊ b_d[" jee$ 7dZ _d (&&." j^[ XhWdZ Wdim[h[Z m_j^ W b_jjb[ bWZ_[iÊ Yebb[Yj_ed j^Wj YecX_d[i \[c_d_d[ i_bêk[jj[i b_a[ 7#b_d[ i^_\j Zh[ii[i m_j^ ceh[ cWiYkb_d[ fh_dji WdZ \WXh_Yi$ <ehjkdWj[bo \eh 9eddWk]^jed" fWh[dji m[h[dÊj j^[ edbo ed[i mê mWdj[Z je i[[ ceh[ e\ <[hZ$ J^[ YecfWdo h[Y[djbo ijhkYa W Z[Wb m_j^ ^_]^#[dZ h[jW_b[h 8Whd[oÊi D[m Oeha" WdZ j^[ Ifh_d] Ê'( Yebb[Yj_ed m_bb X[ ^_j-

j_d] i^[bl[i j^_i cedj^" Wd WYYecfb_i^c[dj 9eddWk]^jed ^Wi X[[d Wdj_Y_fWj_d] \eh i[l[hWb o[Whi$ Ç8Whd[oÊi ^Wi l_[m[Z ekh XhWdZ W XkdY^ e\ j_c[i" Xkj j^[ j_c_d] `kij mWidÊj h_]^j"È i^[ iWoi$ ÇB_a[ m_j^ Wdo Z[fWhjc[dj ijeh[" j^[o j[dZ je mWdj je i[[ j^Wj oekÊh[ ]e_d] je X[ WhekdZ \eh W m^_b[ WdZ mWjY^ j^[ XhWdZ [lebl[$È 7dZ [lebl[ _j m_bb$ J^[ ij_bb#oekd] YecfWdo ^Wi iec[ X_] fbWdi \eh j^[ \kjkh[" ijWhj_d] m_j^ <Wbb Ê'(" m^[d 9eddWk]^jed _dj[dZi je [nf[h_c[dj m_j^ Yebeh XbeYa_d]" _dYehfehWj[ Xh_]^j[h ^k[i b_a[ c_dj ]h[[d WdZ WgkW WdZ WZZ ceh[ \[c_d_d[ jekY^[i" ikY^ Wi bWY[ Z[jW_b_d] WdZ ]_hbo WYY[iieh_[i$ 7bie Z[Xkj_d] <Wbb Ê'(0 W êb_ZWo Yebb[Yj_ed j^Wj m_bb fbWo m_j^ c[jWbb_Yi j^Wj Wh[ ÇikXZk[Z" Xkj m_j^ W b_jjb[ i^_d[È WdZ \WXh_Y c_n_d] b_a[ meebi cWjY^[Z m_j^ im[Wj[h ad_ji $ J^[ d[m êb_ZWo b_d[ m_bb X[ ed Z_ifbWo Wj ;DA 9^_bZh[dÊi 9bkX j^_i cedj^$ ?d WZZ_j_ed" Wd [nfWdZ[Z im_cm[Wh Yebb[Yj_ed _i _d j^[ mehai" Wi j^[ \_hij e\\[h_d] e\ im_cm[Wh bWij ifh_d] mWi c[j m_j^ ^_]^ fhW_i[ WdZ Wjj[dj_ed \hec Ykijec[hi$ Je jef _j Wbb e\\" 9eddWk]^jed êf[i je _dYehfehWj[ bWh][h i_p[i _d Xej^ j^[ XeoiÊ WdZ ]_hbiÊ b_d[i$ Ç7i co Y^_bZh[d ]hem" ? mWdj je [nfWdZ j^[ Yebb[Yj_ed je ebZ[h i_p[i"È i^[ iWoi$ Ç? mWdj Wbb a_Zi je X[ WXb[ je m[Wh ekh ijk\\ WdZ [dèo j^[ XhWdZ$È —Mary Avant

18 ;7HDI>7MI$9EC @7DK7HO (&'(

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12/14/11 9:41 AM

The international trade show dedicated to the universes of children and junior.

10 - 12 March, 2012 82 MERCER IN SOHO, NEW YORK, NY

A UNIQUE SELECTION OF TODAY’S BEST COLLECTIONS!

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12/14/11 10:44:35 AM

SPOTLIGHT SHOES

Mini-Me’s Sorel’s Fall ’12 youth line has kids looking just like mom and dad. Sizing: Toddler 4-Youth 7 Retail: $50-$110

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WHETHER THEY’RE HITTING the ski slopes, making snow angels in the backyard or just heading to the local playground, children are free to cut capers in Sorel’s Fall ’12 collection. The brand, known for its traditional men’s and women’s snow boots, has been prominent in the kids’ market since the turn of the century. But this fall, Sorel will be adding another player to its kids’ lineup: lifestyle boots that are equipped for both a day at the neighborhood park and a weekend in the great outdoors. “Our 2012 youth line is all about protection for your toes, function and stylish looks for girls and boys,” says Erin Sander, product line manager for Sorel. The big four for Fall ’12 include the Tofino, a girls’ boot with a water-resistant upper featuring a faux fur cuff; the Chipahko Felt, a relaxed, deconstructed girls’ look that’s “like a little blanket for your feet;” the Tivoli, an old favorite in the kids’ collection that offers a shearling liner and pops of colors like purple and orange; and the boys’ Cheyenne Lace, a waterproof “barn-boot look” that comes with loads of insulation for little feet. These key styles—which retail from $50 to $110—are mini-versions of Sorel’s alreadypopular adult boots. “Little girls, and even boys, really want to dress like their mom or dad or big sister,” Sander explains, and Sorel’s youth line lets them do just that, all while being kid-friendly, fit-appropriate and on-trend for children. “We’ve heard feedback from retailers and consumers that these four styles are so cute,” Sander says. “The styling works really well to take down to kids.” Also adopted from the adult line are Sorel’s premium materials, something Sander says is unique in the industry. The brand uses many of the same high-quality leathers, suedes and hardware in the kids’ line, but adapts the materials to a child’s foot and fashion-sense. As for continuing the mini-me trend, Sander sees no reason to stop at just four styles. “We’re going to continue to focus on this for future seasons,” she says. “It’s just fun to see what can be taken down to kids in a premium, lifestyle way, while still offering Sorel’s great protection.”—M.A.

12/19/11 3:52 PM

introducing a naturally-derived, pawpaw infused skin care collection for baby and you collection includes: soothing ointment, hair + body wash and ultra-gentle lotion + dermatologist recommended + paraben free

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IN FOCUS BEAUTY Water World: Natural and organic products help baby freshen up in the bath or on a changing table.

ET TU, BEAUTÉ A plethora of personal care products— shampoos, facial cleansing wipes, diaper creams and sunscreens—are showering the children’s market with easy gift options and tempting parents with irresistible impulse buys. Not to mention, many of the products’ organic ingredients and all-natural formulations soothe and comfort baby, keeping infants and moms coming back for more. HW[]Wd CeoW#@ed[i" emd[h e\ 7Z[d + Anais, a company best known for its swaddling blankets, recently made a move into beauty products with a line YWbb[Z ckc ! XkX$ CeoW#@ed[i iWoi she was inspired by a special ingredient, pawpaw. Much like the brand’s muslin blankets, a takeaway from her Austrialian childhood, she saw the fruit’s beauty benefits as a regional secret worth sharing, noting that local baby boutiques, like those that sell the company’s swaddles and blankets, are perfect places to offer the balms. “Skin care is a big part of baby’s daily routine. I think it’s important that a mum can find all her essential baby products in her favorite baby boutique,” she says. Eager to cash in on the upsurge in baby beauty? Designate a shelf or two to these high turnover little luxuries. — Jennifer Cattaui

Tellurian Baby 2-in-1 shampoo and body wash

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Aden + Anais soothing ointment

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12/18/11 3:01 PM

Supergoop! SPF 30 lip balm

MD Moms silky liquid powder

The Great Outdoors: While outside or after a day of play, these products protect, comfort and cleanse. California Baby everyday lotion

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12/18/11 3:01 PM

A DV E R TO R I A L

NOR’EASTER Rugged Bear, a children’s fashion company that started in New England, pushes south and west on an expedition to inspire kids to “live life rugged” in the heritage brand’s classic outerwear and sportswear.

Rugged Bear made its mark in New England more than 30 years ago, outfitting generations of kids in its upscale clothing. With a boost from Cutie Pie Baby’s president and founder, Eli Yedid, the brand continues on, expanding beyond its northeastern haunts and into specialty and department stores across the country. In April 2011, it was Yedid who snapped up the brand from a Chapter 7 bankruptcy auction, energized to breathe new life into it. “What attracted me to Rugged Bear were all the possibilities. It was a beloved brand with a multigenerational following. They had already conquered the New England market, but seldom used their signature bear icon on their goods and never ventured outside of the region. There was so much that could be done,” he says. Fall ’12 will be a whirlwind for Rugged Bear. They have secured at least six licensing partnerships in areas from footwear, socks and hosiery to accessories. For its part, Cutie Pie Baby will take on the newborn and infant sizes 0 to 24 months, a category in which the wellknown infant company is very at home. Yedid and his brother Jack built Cutie Pie Baby out of their father’s general import/export wholesaling business into a company specializing in the children’s arena. For 20 years they have been manufacturing layette, snap tees, bibs, blankets and separates that line store shelves everywhere from Babies ‘R’ Us to Nordstrom and in Internet outlets such as Zulily and Macy’s. “For Fall ’12, the infant and toddler collection is collegiate, with appliqué crests and details such as embroidery, top stitching and decorative knee and elbow patches,” says Yedid, noting preppy plaids and yarn-dyed stripes also get top billing. Cutie Pie Baby’s Rugged Bear range includes puffer vests, track suits, body suits, drawstring cargo pants and

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hoodies. Boys’ sizes newborn to 7 are the primary focus for the brand, although a girls’ line will be included as well. “Rugged Bear’s sportswear and sets will be pieces that parents can count on for quality and fit,” Yedid says, but he adds, “Expect the line to have trendier details, with a modern edge.” Licensing partner iApparel LLC has created the upcoming fall Rugged Bear outerwear collection including puffers, hooded fleece jackets, puffer prams, soft shell jackets and ski jackets and pants. The outerwear comes in a variety of blues, pinks, greens and other classic colors, along with brights and neutrals in solids and patterns. Backpacks, manufactured by FAB Starpoint, will feature embroidered logos, bear zipper pulls, compasses, bungees, mesh and pockets, underscoring the adventurous spirit of the line. “The licensees’ product lines are durable and high quality,” Yedid notes. “They will stick to basic color palettes while offering versatility with a preppy feel.” For footwear, that preppy feel will be articulated in rainboots, sandals, snow and hiking boots by Eastman Group and socks, snow socks and crib shoes in styles ranging from loafers to Mary Janes by Gina Group. To round out the collection, licensee CNY Apparel is producing the line of underwear and pajamas. “We picked companies with great reputations for quality and top-notch design that have extensive experience in the industry and in their particular expertise,” Yedid says. Northeasterners are happy to see the beloved brand continue and grow. Buyers are also delighted to see a fresh boys’ brand that stands apart from the existing offerings in this category. The future for Rugged Bear looks decidedly bright. “Rugged Bear’s volume in their heyday was 40 million a year. We will do more than 50 million in 2012, and by 2013 I project this will be a 100 million-plus brand,” says Yedid. “Also, I plan on re-opening the stores in 2014. The fun is just beginning.”

Three preppy looks from Rugged Bear’s Spring ‘12 line. Additional infant/toddler boys’ and girls’ styles can be expected for the fall.

12/20/11 7:59 AM

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12/19/11 2:59:05 PM

Former fashion industry titan, Trish Moreno, reveals how she transformed the beloved blanket brand into a household name. BY JENNIFER CATTAUI

With

Little Giraffe IT WAS A Sunday morning in Los Angeles, and Trish Moreno was catching up on emails when a Google alert for her company Little Giraffe popped up on her computer screen. It was not a glossy magazine mention or a blogger’s best-of list, but rather a mother’s plea. The Craigslist posting read: “Lost: Little Giraffe Lovey Blanket. Mint green & brown with a satin polka dot trim. If you have seen it or happened to pick it up, we would be so grateful. It’s a very sad loss . . . as you can imagine.” The Lovey—the square chenille, luxe or basecloth baby blanket that has gained a cult following, carried by celebrity kids like Suri Cruise—was assumed to have jumped ijhebb[h iec[m^[h[ Wbed] 8heWZmWo _d D[m Oeha 9_jo$ J^[ Y^_bZ m^e beij the chenille companion was frantic. Since over-and-above service is de rigueur for the luxury baby company, Moreno answered the plea swiftly and overnighted a replacement Lovey for the child. The crisis inspired an idea: She would package a trio of soft XbWda[ji _d W lWh_[jo e\ ckj[Z ^k[i$ J^_i @WdkWho" j^[ j^h[[#fWYa m_bb Wbie be available in a monochromatic set (all three units an identical color), so replacement of a lost or over-loved Lovey would be seamless to the child.

Moreno is soft-spoken, precise and calmly confident when describing ^[h ijhWj[]o \eh B_jjb[ =_hW\\[" j^[ '(#o[Wh#ebZ YecfWdo j^Wj mWi iebZ je W fh_lWj[ [gk_jo \_hc _d (&&/$ I^[ mWi ^WdZf_Ya[Z Xo j^[ _dl[ijc[dj j[Wc to grow the brand. That’s because Moreno has a reputation for turnaround and brand-building, having notably been the executive vice president of fashion brand Bebe and part of the core team that grew the brand from three stores to a vertically-integrated 85-store chain, bringing in ceh[ j^Wd '&& c_bb_ed ZebbWhi _d h[l[dk[$ ÇM^[d ? b[\j"È Ceh[de iWoi" Ç? was sought after as a branding expert and began consulting with some of the most innovative companies in the fashion and home industries. I am a creative director, fine artist and an interior designer.” The confluence of skills, experience and opportunity is a winning formula for the company. She laughs, “Little Giraffe optimizes every cell in my brain.” Only at the helm of Little Giraffe for two and a half years, she’s done work that can only be described as Herculean, between narrowing the scope of the brand to its core competencies and re-building the brand _Z[dj_jo WdZ fheZkYj c_n" WZZ_d] d[m IAKi" h[\_d_d] j^[ jhWZ[ i^em

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12/19/11 2:41 PM

Photography by Mariann Yattaw

performers and focusing attention on what was working to make the brand tick. The bestsellers were preserved, and we created lots of variations based on those. I have a theory that as a new mom, you are essentially wearing your baby, and all of our products coordinate and interrelate, so you can look good doing it. Cozy luxe blankets coordinate in color and print with muslin blankets and layette. Everything works together. I also developed the tagline, “Little Giraffe is love.” This was based on something my friend, Pam, said when I was considering the LG opportunity. She said, “Trish, you are selling love. What could be better?” And it really impacted me. What we are doing every day is creating the softest, most luxurious and comforting products to welcome babies into the world. We approach every product with that idea. If it isn’t the softest thing in the universe, it doesn’t make it on the line. It has to have an “awww” factor. In addition to that, we have been putting a lot of energy into building a community around Little Giraffe. We are developing our social media strategy and our community outreach. We support some really amazing causes by “sharing the love” with those in need. Little Giraffe CEO Trish Moreno.

How have you enhanced or further developed the brand identity of Little Giraffe? It has always been our strategy to preserve the core of the brand while developing new categories and enhancing the existing categories. We raised the aesthetic of the brand immediately. There is brand cohesion in every aspect of the line now. The logos were tweaked, the merchandising was re-formed and the products have been refined and expanded upon. We also developed packaging to help our retailers control the shelf appeal of the brand. Our goal from the start has been to develop Little Giraffe into a lifestyle brand. It’s a luxe attitude and way of life, and our followers really understand that. Our branded photography really communicates that message and develops the brand vision further. What were the first things you did when you came on board and why? The first thing I did was edit the collection, weeding out the non-

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What was your goal when building the website? The website is critical for building brand awareness, delivering our message in our own words and showing the full scope of the product, which can only be viewed there. The goal is for the customer to make an emotional connection with the brand and for us to communicate the totality of our brand vision through that connection. I am behind the scenes, approving the placement of every photo and every phrase.

A child clutches a cuddly Little Giraffe blanket.

Photograph courtesy of LIttle Giraffe

presentation and developing a deftly articulated website that “feels” as soft as the brand’s products. She perfected the baby giraffe icon in plush, a quest that took, from start to finish, a full year and a half, which underscores the clarity of her vision and her insistence to articulate the brand just right. “We got many iterations of the giraffe—some had long necks and pointy faces, others had crazy eyes and were scary looking,” she says. No matter what her spec said, it was hard to break manufacturers’ preconceived notions of what a giraffe should look like, she notes. Moreno says she ended up determining every attribute of the animal from how he was seated and the length of his eyelashes to how floppy he should be. “Little G is my second baby,” she admits. The attention she bestowed upon Little G has paid off in spades. “Little G is the No. 1 plush toy voted by Perez Hilton,” Moreno adds. Translation: The giraffe’s gone Hollywood. Boasting 20-percent increases year on year for the past two years, Little Giraffe might just have found the magic methodology: a full court press with the singular vision of selling the simplest and most compelling thing for a child—love.

12/19/11 2:41 PM

What have you done to enhance the trade show experience for retailers looking at Little Giraffe? We have completely re-worked the trade showmerchandising concept. Our colors all work together, the fixturing enhances the brand story and the vision is complete at every trade show now. We are incorporating new technological enhancements to the trade show experience in January that will make it easier for us to serve the customer and increase the speed with which we can process the orders. Why is creating the proper presence at trade shows so crucial for Little Giraffe? It is similar to the website in that we can tell our complete brand story our way. I love being at the shows because they provide an opportunity for me to interact directly with our customers and communicate that vision. And I love to listen to their feedback. Our customers are generous and loyal and fiercely protective of the brand. I love to hear what works for them, and I am always inspired when I come back from the shows. At the shows retailers can also interact directly with the brand. Little Giraffe is a very tactile experience, and they are able to touch all of the fabrics and experience firsthand why we are

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known for being the softest baby products in the market. We can also show the customers how to merchandise the line, help them make the best purchase and make sure they cover the bestsellers and the new key items so they can maximize their sell-throughs. Has the hard work paid off ? The average sale from trade shows has doubled since we took over. The average account has doubled in business or better. We are seeing growth from our top accounts to our smaller accounts. We are attracting new accounts as well, growing our active account base over the past couple years—that’s due to brand traction and good product. Is there a new product category or area that you are developing right now? We have further developed our home concept, which contributes to making LG a lifestyle brand. We answered the cries of parents everywhere who wanted a Little Giraffe blanket for themselves. Now we have grown-up addicts of the brand, not just pint-sized ones. You’ve gotten some celebrity followers— that’s pretty cool.

We have been incredibly lucky to have some high-profile followers of the brand—from Tom Cruise and Katie Holmes to Angelina Jolie and Brad Pitt. It is very special to us that Suri Cruise just loves Little Giraffe. She has famously carried her blankets and throws everywhere with her and has recently been spotted on several occasions with Little G, our new plush toy. She uses Little Giraffe as her paparazzi shield! She is a shining, public example of the many babies and kids that are so enamored with our supersoft products. Babies find the blankets and other products to be so comforting and soothing— they fall asleep more easily, they handle travel better. They are calmed by their blankies. Little Giraffe impacts their lives in a really positive way. It’s really wonderful to be part of that. Tell me about the catalog—what made you do that? How did you approach it? Has it been a big driver in sales? The catalog, like the website, is truly a labor of love for me. When we first took over the company, the reps and retailers were really begging for the tools they needed to present the scope of the brand and to show it well. Branded photography is a very convenient way to tell your story. I am a believer in the value of the printed

12/19/11 2:41 PM

message—developing the concept, selecting the right “cast,” developing a story and then shooting it in an engaging and consistent way. This is brand building. I can show you the catalog and you get an immediate understanding of the vision of the brand, right there in your hands. It is so much more effective than me just telling you about Little Giraffe. And I can’t go around and tell everybody myself. My goal was for the photography to allow you to “feel it with your eyes.” I hired the photographers for both branding and product that were immediately inspired by that statement. The catalog is the single greatest tool for selling the brand and presenting it exactly how we envision it. It is a fantastic merchandising tool as well; it’s a window to my personal vision for the brand. It is distributed only to our reps and retailers, and our retailers use it to present the scope of the brand to their customers, allowing them to special order products that may not be on the floor. How have all of these changes affected sales? Sales are great. I have a history of significant increases in turnaround situations. In spite of the economy, we have been holding doubledigit increases since we took over, and we will continue to do that. The customer has been very responsive to the new products, and we will do everything we can to keep the customer engaged in the product and connected to the Little Giraffe community. We have strengthened our rep force and expanded it to meet the needs of all our customers. We know there are still customers out there who are underserved, and we want to do everything we can to make a connection with them and make them lifelong followers of Little Giraffe. How do you change so many things and keep the core value of the brand intact? I am the biggest brand evangelist in the company. I personally make sure that everything we do walks the tightrope that defines Little Giraffe. Every fabric, label, hangtag, word of copy and photograph has to make the cut. With the team, it’s the same: They have to understand the brand’s core values and uphold them in every circumstance. We are a luxury brand, so our quality and customer service have to be exemplary. What challenges do you face now with the brand? We have been very fortunate that the response to the new branding initiatives and product assortment have been so powerful. Our business is expanding in a tough economy. Our customers know that Little Giraffe is a destination brand. Customers come back over and

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over for the brand, and they know if they keep us in stock, it will continue to sell and help them sustain their businesses. Our internal challenges involve how to add speed to getting our new ideas to market. We are a small crew of overachievers, and we are never satisfied. Where are you producing the Little Giraffe line? Most of the Little Giraffe line is produced within a few miles of my desk [in Los Angeles]. In the past year we have developed new categories that are better produced overseas, so we have small capsules of production there now. I operate on U.S. and Asia time, tirelessly policing the brand and insisting on our high level of quality-control measures. We reject product that does not meet our discerning standards. What other irons do you have in the fire? What do the next five years look like for Little Giraffe? The sky is the limit! We are on a trajectory that involves fully expressing Little Giraffe as a lifestyle brand. We will venture into many different categories through product development. We will become an apparel brand. We will develop the home category further. We are open to strategic partnerships and possible acquisitions. You’ve been in the children’s industry only a short time, and during one of the most challenging economic times we’ve all faced. What do you see for the future of the industry? I think there are a lot of innovators—transplants from other industries—in this segment. There are endless possibilities with all these creative minds who are also new parents tackling the function and design of children’s products. I know that my own background feeds into this segment well. I’d like to think that we are past the worst of the economic downturn and that nothing but a prospering business and happy customers lie ahead. If you were given a million dollars to invest today in your company—what would you do? I would have to really sharpen my pitch to get a million dollars to invest. But I would continue to innovate and explore new product development. We would create ways to enhance and further support our retailers’ business with us. Also, I have to say, it takes a village. Little Giraffe could not exist without our amazing team. I would love to expand that village, create more jobs, and give all of us the support we need to continue with our Yebb[Yj_l[ l_i_ed \eh j^[ XhWdZ$

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COOL KIDS MAKING THE GRADE

RUFFLE THERE, a pocket here—with meticulous guidelines mandated by school officials, school uniform manufacturers admit they must move at a snail’s pace when it comes to fashion trends. As Andy Beattie, senior vice president for Strategic Partners and general manager of Classroom IY^eeb Kd_\ehci" fkji _j0 Ç?jÊi [lebk-

U.S. Polo Assn. hooded cardigan, Genuine pleated skort, Classroom polo, knee socks by Tic Tac Toe, A for Apple school bag, Bass penny loafers

Photography by McCandliss and Campbell

As more schools call for uniform programs, school uniform manufacturers are learning what it feels like to be part of the in-crowd and are delivering the goods this fall with fresh updates on classroom favorites. By Angela Velasquez

30 ;7HDI>7MI$9EC @7DK7HO (&'(

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French Toast cardigan, oxford shirt and pants, Bass suede oxfords, Mogo backpack

French Toast blazer, polo shirt by Genuine, Classroom pants, Puma by United Legwear socks, Bows Arts plaid headband, Bass saddle shoes

j_edWho" dej h[lebkj_edWho$È Yet it’s a business that’s pick_d] kf ij[Wc" iWoi 9^Whb[d[ 7bfWo vice president of marketing for LT Apparel, makers of French Toast E\\_Y_Wb IY^eeb M[Wh" j^Wdai _d part to more parents supporting uniform initiatives and antibullying programs, like French JeWijiÊ _dj[hWYj_l[ Ch$ JeWijo

campaign (mmm$chjeWijo$Yec $ “The benefits of school uniforms are widely known and more public school districts are adopting j^[ fhe]hWci"È 7bfWo iWoi$ Fbki" she adds, pieces like boys’ polos are worn on weekends and dur_d] j^[ ikcc[h$ Ç8eoi b_l[ _d polos and since ours are built to withstand a lot of wear, parents

Ralph Lauren yellow oxford, Universal v-neck sweater, gray French Toast pants and plaid tie, model’s own school uniform shoes

are able to get more mileage out e\ j^[c"È i^[ [nfbW_di$ I_c_bWhbo" Zkh_d] j^[ bWij jme iY^eeb i[Wiedi" 9bWiiheec IY^eeb Uniforms has seen their private, charter and provincial school busid[ii[i [nfWdZ$ 8[Wjj_[ Yedi_Z[hi growth in these particular categoh_[i W j[bb_d] i_]d j^Wj X_] Xen[i Wh[ still the go-to resource for parents

with children in public school, but he says price is still a major consideration for parents across j^[ XeWhZ$ ÇM_j^ fh_lWj[ iY^eebi" uniforms are part of the overall \[[ je Wjj[dZ$ Oek ^Wl[ jk_j_ed" supplies … There’s a lot of concern about that total cost, but we have great capabilities to pass along value to our consumers at a good (&'( @7DK7HO ;7HDI>7MI$9EC 31

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price point, and that is why weâ&#x20AC;&#x2122;ve picked up business in the last two years,â&#x20AC;? he explains. To accommodate these schoolsâ&#x20AC;&#x2122; unique requests, Classroom retooled some of its styles. For example, Fall â&#x20AC;&#x2122;12 will see more anti-pill sweaters, vests and cardigans with a tighter knit that can withstand embroidery. In fact, sweaters are a hot topic with many uniform manufacturers. Stephe Tanidjaja, owner of Universal School Uniform, a division of Stani Corporation, says thereâ&#x20AC;&#x2122;s a growing interest in layering pieces and outerwear. The company is introducing a striped cardigan for girls and updating its popular kangaroo hoodie with longer ribs. Preppy sweater vests and unisex three-button v-neck cardigans continue to be bestsellers for Genuine School Uniform, says Tavin Portman, the manufacturerâ&#x20AC;&#x2122;s managing director of sales. Once only made in traditional navy and black, Classroomâ&#x20AC;&#x2122;s unisex sweaters are now offered in burgundy, hunter and lipstick red. â&#x20AC;&#x153;Overall, school uniforms are becoming more tailored and cleanerâ&#x20AC;&#x201D;similar to what weâ&#x20AC;&#x2122;ve seen in fashionâ&#x20AC;&#x201D;so thereâ&#x20AC;&#x2122;s a little room to ^Wl[ \kd m_j^ W Yebeh"Ă&#x2C6; 7bfWo h[fehji$Â&#x161;

Color and knits are just a few of the updates retailers can expect to see from school uniform companies. Hereâ&#x20AC;&#x2122;s a peek at some of the other more fashionable (yet, subtle) elements making the grade for Fall â&#x20AC;&#x2122;12. OXFORDS After a dip in sales the last few seasons, classic light blue, yellow and white oxfords are making a comeback. The tailored look is particularly popular in Southeast middle and high schools, reports Beattie. PLAIDS Even though plaid is still considered a private school look, the print is taking off in accessories and girlsâ&#x20AC;&#x2122; apparel as mainstream fashion adopts a more clean-cut and preppy vibe.

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ACCESSORIES Beattie says some schools are loosening up their guidelines, allowing for more stylish legwear, hair bows, backpacks and other accessories. â&#x20AC;&#x153;Theyâ&#x20AC;&#x2122;re a fun option for kids and a great value for retailers,â&#x20AC;? he explains. PANTS Manufacturers agree: Thereâ&#x20AC;&#x2122;s virtually no demand for pleated pants. Portman says Genuine School Uniform is 100-percent focused on flat front pants for boys and girls. French Toast is introducing an

ankle length pant for girls with chic button details on the hem and Classroom is hearing a strong response to its latest narrow leg pant called the Matchstick. NEW NEUTRAL â&#x20AC;&#x153;Black and gray are gaining popularity for pants and shorts,â&#x20AC;? notes Tanidjaja of Universal. French Toast is experimenting with moodier shades, too. Alpay says dark, sophisticated shades of gray and burgundy are gaining traction. SKIRTS While jumpers remain a cute go-to style for the 4 to 6x set, older girls are requesting more skirts and fewer skorts. Classroom is reworking a traditional four-pleat kick skirt and an A-line skirt in lighter material that Beattie says drapes better and feels less stiff. BLOUSES â&#x20AC;&#x153;Weâ&#x20AC;&#x2122;re definitely thinking about our end user and we know that girls want to look feminine,â&#x20AC;? says Alpay, adding that French Toast is focused on blouses with picot collars, ruching details and fabrications with Lycra.

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EARN_33 33

12/14/11 10:44:45 AM

IN FOCUS COATS

Woolrich flannel jacket 3 4 ; 7 H D I > 7M I $ 9 E C Â&#x161; @ 7 D K 7 H O ( & ' (

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Alpha Industries toggle coat

H.W. Carter & Sons jacket with patches

Photography by McCandliss and Campbell

Coats of Glory Living up to its utilitarian nature, boysâ&#x20AC;&#x2122; outerwear conquers the great outdoors with rugged patches, handy pockets and an abundance of warmth.

By Angela Velasquez

( & ' ( @ 7 D K 7 H O Â&#x161; ; 7 H D I > 7M I $ 9 E C 3 5

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PHOTOGRAPH BY LINDSAY B. PHOTO

Locally-made Hip Violet bibs entice the tourist clientele at Nest in Denver. 36 ;7HDI>7MI$9EC Â&#x161; @7DK7HO (&'(

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Mixmasters

In tough economic times, savvy retailers are succeeding by listening to their customers and switching up their shops’ core offerings. By Audrey Goodson IN RETAIL’S ROSIER past, picking the perfect mix of merchandise was as simple as choosing a niche and sticking with tried-andtrue children’s brands. But in today’s unpredictable economic climate, with fierce competition from online and big box merchants, independent kids’ retailers are staying competitive by reassessing their approach to business and branching out into new categories— from tween to gift to organic. Some boutiques are cornering the high-end market with designer labels, while others are switching to affordable everyday basics. But the best children’s retailers all have one thing in common: They listen carefully to their customers’ requests to offer items that keep parents coming back for more. Looking to expand your shop’s horizons? Learn from these retail mixmasters.

GOING GIFT: NEST, DENVER

her hard work and research has paid off. “I’m excited that we’ve been able to find a couple of companies that really match.”

GOING CASUAL: FIVE SEAS KIDS, NEWPORT BEACH, CA

Suzanne Kaiser had always been a fan of the children’s boutique, SS Red Sail, located just across the street from her women’s clothing store, Five Seas, in Newport Beach, CA. So when the owner of the boutique put the business up for sale this year after more than 20 years in business, Kaiser jumped on the chance to branch into a new market, renaming the store Five Seas Kids and expanding its mix beyond the high-end European brands and special occasion wear for which it was known. “We’re definitely keeping the special occasion, baptism and communion clothing, but we want to bring in more foot traffic, and the way to do that is to bring in more affordable clothing,” Kaiser says. She polled all of her friends and fellow moms and found that many only stopped by the shop to pick up their child’s formal wear—meaning the boutique was missing out on the casual market. “Gone are the days when you get your kid all fluffed and puffed for an outing,” Kaiser says. “Twenty years ago, there was no fast fashion. We didn’t have Target. Now people have gotten used to it, and they aren’t embarrassed to put their kids in casual, less expensive clothing.” In addition to bringing on new brand Daily Threads’ casual basics, Kaiser also plans to add local Newport Beach-based brand Ever/After, which donates 25 percent of its net profits to charity—an angle that Kaiser believes will appeal to customers looking for simple ways to give back. She also plans to expand the shop’s selection to include tween clothing. “I would like to go up to size 14, because I definitely think there’s a huge market for that.” In addition to diversifying the shop’s selection, Kaiser has plans to reach out to the community by hosting story times (to go along with a new book nook) and parties featuring local designers. “We’re definitely trying to spice it up a bit and make it more modern than it was,” she says.

When Caroline Evascu decided to open a second location of her popular Denver-based children’s boutique, Nest, she knew that Larimer Square, one of the city’s top tourist destinations, would be the perfect spot. “In our other location, we’d hear from our customers, ‘I never buy clothes for my kids unless I’m on vacation,’” Evascu says, explaining her customers’ rationale: “I think it’s hard to stomach spending $50 on something when it’s your regular budget, but it’s a little easier when it’s your vacation budget and you want to bring back something special.” Capitalizing on customers looking to splurge, Nest’s Larimer Square location offers more gifts than the apparel-focused original location in a residential neighborhood. But for the shop’s largely tourist clientele, something special means something unique—a one-of-a-kind memento of their time in the Mile-High City. “Through our research and our interaction with our customers, we’ve found that buying local is still really big here. We’re putting an emphasis on stuff that’s designed or manufactured in Colorado,” Evascu explains. The shop carries everything from boys’ button-down shirts by Black Kite, bibs by Hip Violet, sleepwear by Snug Organics and an array of apparel by Ambajam. Outside of Evascu’s native state, the store stocks an array of travel-ready toys, including block sets by Citiblocs, games by Eeboo and art kits by NPW Products. But a brand needs more than a touristfriendly appeal to make it onto Nest’s shelves. In addition to exacting design and quality standards, Evascu only picks up new lines that are exclusive in the locality. “My mandate is to offer things you can’t find in five other stores in the area,” she explains. “I feel like in this retail environment where you have Gilt and Mini Social [flash sale sites], you have to offer people things they can’t find anywhere else.” It’s a combination of requirements—local, high quality and unique—that might seem difficult to fulfill at first blush, but Evascu says Five Seas Kids stocks a mix of casual and dressy apparel.

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Bel Bambini’s A-list customers love the store’s high-end items.

GOING HIGH-END: BEL BAMBINI, LOS ANGELES

With its prime West Hollywood locale—on the corner of Robertson and Melrose—and a celebrity clientele among the likes of Jessica Alba, Halle Berry and Kourtney Kardashian, upscale baby boutique Bel Bambini clearly has some advantages when it comes to courting new customers. But the shop didn’t earn its cache without cause, says Loann Tran, who manages the boutique along with her sister and owner Kristina Lin. What began as a high-end nursery furniture store with a smattering of layettes now offers everything from toys to strollers to designer kids’ apparel perfectly suited to the boutique’s A-list shoppers.

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It’s all due to the store’s commitment to service, Tran says. “We have a close relationship with our customers,” she explains, noting the boutique trains its salespeople to be proactive in uncovering customers’ wants and needs. Two years ago, the shop branched beyond furniture, introducing an array of designer brands, including Baby Dior, Baby Marc Jacobs, Chloe Baby and more recently, Stella McCartney Kids. At first, Tran notes, she and Lin were nervous about going high-end during a stalled economy. But after blowing out of a $1,000 dress, the duo realized that beautiful designer items were exactly what the shop’s clients were seeking. “Our customers appreciate the high quality and style that designer

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labels offer,” Tran says. “Many of them wear these brands themselves so naturally they enjoy splurging and dressing their kids in the same labels.” However, a designer name alone isn’t enough to convince the pair to pick up a product, Tran says, noting exclusivity and quality are also key. “We want to be trendsetters, but we’re also very selective about the brands we carry,” she says, adding that the shop will be one of the first to carry Origami’s new power folding stroller. The shop is also adding more organic clothing and toys, prompted by customers’ requests. It all adds up to a shopping selection that’s kept the shop’s loyal customers—from celebrities to locals—coming back again and again and has allowed the sisters to open a second location this year in nearby Orange County.

GOING AFFORDABLE: GREENSTONES, MANHATTAN

Stacey Kim has seen a lot of changes in the children’s market during her 16 years as manager and buyer for Greenstones, three upscale children’s boutiques dotted across upper Manhattan. But while the Upper East Side locations have remained resistant to the economic doldrums facing the rest of the country, the Upper West Side location at 82nd and Columbus has been a challenge. “The customer is now price-conscious,” Kim explains. “We used to have customers who would come in and spend thousands and thousands of dollars in one stop. They wouldn’t look at the price; they would just buy the items they want. But nowadays everything is about price. They only buy what’s a necessity, and they don’t buy more than what they need.” Looking to stay competitive with budget-minded shoppers, Kim decided to cut back on the boutique’s European labels—which weren’t selling like they used to due to higher prices—and add an array of more affordable domestic brands, including Kiddo, Vintage Havana and Butter. And when Kim does buy from overseas, she shies away from expensive French and Italian labels and looks to companies from other countries, like Spanish brand Mayoral. Kim also noticed that the store was losing many of its shoppers once they outgrew the shop’s sizes and looks. In addition to expanding the selection to size 14 for girls, she sought out brands that would appeal to trend-savvy tweens. “They don’t want to look too cute,” she says. “They want to look like their older sisters.” She also added an array of high-quality underwear for her older girls, including camis, long shorts, bras, stockings, pajamas, tights and loungewear—necessities, A_c dej[i" j^Wj d[l[h ]e ekj e\ ijob[$

WHERE

MEETS TRADITION

MEET US AT Booth 4247

& Booth 6468

Greenstones’ Upper West Side location carries an array of affordable products.

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Leviâ&#x20AC;&#x2122;s by Haddad jean jacket, Bitâ&#x20AC;&#x2122;z Kids jumper dress, mandarin collar shirt by Blu Pony Vintage, Minnetonka boots.

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Top left and center: Scotch R'belle jacket and striped leggings, sweater by Appaman, Minnetonka fringe boots; Scotch Shrunk jacket and cargo shorts, BabyLegs striped legwarmers scrunched as socks, Minnetonka booties. Bottom left: Appaman blazer and flannel shirt, Scotch Shrunk cream T-shirt, denim skirt by Jottum, Blu Pony Vintage suspenders.

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A.Bird ruffled sweater and shorts, Timberland by Parigi vest, U.S. Polo Assn. socks, boots by Minnetonka.

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This page: Blu Pony Vintage dress, flannel shirt by Appaman, Scotch R'belle leggings, Minnetonka boots. Opposite page: Scotch R'belle coat, Appaman sweater.

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From left: Hawke & Co. faux shearling coat, Scotch R'belle dress, Minnetonka boots. Below: Bitâ&#x20AC;&#x2122;z Kids gray hoodie, camouflage pants by Alpha Industries.

Style Director: Michel Onofrio Fashion Editor: Angela Velasquez Hair and Makeup: Wendy Karcher @ Amy Kirkman Prop Stylist: Mary Catherine Muir

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CALENDAR

MARKET DATES & EVENTS

Dallas Total Home & Gift Market Jan. 18-24 Dallas, TX

JANUARY 15-17

NW Kids Show DoubleTree by Hilton Seattle, WA info@nwkidsshow.com www.nwkidsshow.com

18-24

California Gift Show Los Angeles Convention Center and L.A. Mart Los Angeles, CA (800) 677-6278 www.californiagiftshow.com

22-24

16-19

ENK Children’s Club Javits Center New York, NY (212) 759-8055 www.enkshows.com

18-24

Dallas Apparel & Accessories Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

LA Kids Market California Market Center Los Angeles, CA (213) 630-3683 www.californiamarketcenter.com

Dallas Total Home & Gift Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

26-29

School Uniforms for every student body!

See us at WWDMAGIC Las Vegas!

Contact Bill Bosch - National Sales Manager 888-671-8754 ext. 2142 www.Classroomuniforms.com

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STYLE INCUBATOR

WHEAT

Wheat, an adorable Scandinavian-style clothing line, ranges in size from infant up to 14 years. Tailored for comfort and durability and designed in Denmark, garments are made with natural fabrics to withstand the wear and tear of an active child, while allowing room to move and grow. Wheat’s Fall/Winter 2012 line combines holiday wear with layering basics so your child can stay warm and fashionable all season long. Wheat-USA 303 Second St., Suite D Annapolis, MD 21403 (410) 626-1508

info@wheat-usa.com www.wheat-usa.com

BOKER & LAILA

Boker & Laila introduces its line of ultra-soft, 100 percent inside-brushed interlock cotton baby, toddler and kids’ sleepwear. Every super-cozy piece features hand-stamped care instructions and fun, cheeky designs that appeal to moms and kids alike. From the “I’m a Hoot” owl-themed pajamas to the “Dead Tired” one-pieces, kids will love the designs just as much as the softness. For boys’ and girls’ sizes 3 months to 7 years.

www.bokerandlaila.com For sales inquiries, please contact Cheryl Grossman, bokerandlaila@ gmail.com. Visit us at KIDShow Las Vegas, Feb. 13-15.

To view the line, contact our showrooms: New York: (212) 967-7908 x1,

sales@andyandevankids.com Atlanta: The Coffs, (800) 580-5437,

thecoffs@sbcglobal.net Chicago: J B Vogue, (312) 266-0309,

vschanes@gmail.com Dallas: VonTour’s, (940) 497-3310,

vontour@centurytel.net Los Angeles: Rochelle Sasson Perlman, (213) 489-7164, ro4kids@sbcglobal.net New England: David & Co, (781) 407-0001,

ANDY & EVAN FOR LITTLE GENTLEMEN A.BIRD

A.BIRD offers an ever-evolving adventure with a bit of bespoke tailoring and a fleeting touch of whimsy. All garments are proudly made in the USA. (904) 710-3549

www.abirdbaby.com info@abirdbaby.com Visit us at ENK Children’s Club at Javits Center, New York, Jan. 22-24.

Andy & Evan took its custom-made dress shirts down to size when it launched Little Gentlemen, a line of practical and fashionable boys’ clothing in sizes newborn through toddler. The Shirtzie, a tailored button-down one-piece, anchors the line, which also offers pants, blazers, knits, sweaters, coats, ties and hats for Fall/Winter 2012. It’s a must-have collection for the little gentleman in your life.

dalterwitz@gmail.com Philadelphia: Jack Harlan, (888) 533-2000,

jacksrack@aol.com Canadian Sales: Dogree, (514) 381-8808 x106, stock@dogree.com

Please visit us at ENK Children’s Club, NYC, Jan. 22-24.

www.andyandevankids.com ( & ' ( @ 7 D K 7 H O ; 7 H D I > 7M I $ 9 E C 5 1

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CALENDAR

MARKET DATES & EVENTS

Bubble London Jan. 29-30 London, UK

28-30

Kidz at Stylemax 222 Merchandise Mart Plaza 7th Floor Market Suites Chicago, IL (800) 677-6278 www.kidzatstylemax.com

28-Feb. 2

New York International Gift Fair Piers 92 & 94, Javits Center New York, NY (800) 272-7469 www.nyigf.com

29-30

Bubble London Business Design Centre Islington, London + 44 (0)1484 846069 www.bubblelondon.com

FEBURARY 2-5

Copenhagen Fashion Week (CIFFKids) Bella Center Copenhagen, Denmark www.ciffkids.dk

2-6

Atlanta Apparel Market AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com

13-15

KIDShow Bally’s Hotel Las Vegas, NV (908) 232-0867 www.kidshow.cc

Don’t miss a single edition of E-shaw’s. Catch Accent! on Wednesdays, brought to you by NYIGF, for new accessory introductions. E-shaw’s offers retailers a daily dose of essential information on products that can maximize profits.

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CALENDAR

MARKET DATES & EVENTS

13-17

NY Kids Market 34 West 33rd St. New York, NY www.nykidsmarket.org

MARCH 10-12

Playtime New York 82 Mercer New York, NY (212) 563-7301 www.playtimenewyork.com

11-13

ENK Childrenâ&#x20AC;&#x2122;s Club Javits Center New York, NY (212) 759-8055 www.enkshows.com

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12-15

LA Kids Market California Market Center Los Angeles, CA (213) 630-3683 www.californiamarketcenter.com

NW Kids Show Mar 24-26 Seattle, WA

22-25

Dallas Apparel & Accessories Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

24-26

NW Kids Show DoubleTree by Hilton Seattle, WA info@nwkidsshow.com www.nwkidsshow.com

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CALENDAR

MARKET DATES & EVENTS

24-27

Kidz at Stylemax 222 Merchandise Mart Plaza 7th Floor Market Suites Chicago, IL (800) 677-6278 www.kidzatstylemax.com

25-27

Spring Educational Conference & Trade Show The South Point Hotel, Casino & Spa Las Vegas, NV (210) 691-4848 x111 www.allbabyandchildsec.com

24-27

Boston Gift Show Boston Convention & Exhibition Center 415 Summer Street Boston, MA (678) 285-3976 www.bostongiftshow.com

JUNE 11-14

LA Kids Market California Market Center Los Angeles, CA (213) 630-3683 www.californiamarketcenter.com

Boston Gift Show Mar 24-27 Boston, MA

APRIL 12-16

Atlanta Apparel Market AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com

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CALENDAR

MARKET DATES & EVENTS

17-18

AUGUST

20-26

LA Kids Market California Market Center Los Angeles, CA (213) 630-3683 www.californiamarketcenter.com

Bubble London Business Design Centre Islington, London + 44 (0)1484 846069 www.bubblelondon.com

Dallas Total Home & Gift Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

21-24

KidsWorld Dallas Childrenâ&#x20AC;&#x2122;s Apparel & Accessories Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

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6-9

9-12

Copenhagen Fashion Week (CIFFKids) Bella Center Copenhagen, Denmark www.ciffkids.dk

9-13

Atlanta Apparel Market AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com

12-13

NW Kids Show DoubleTree by Hilton Seattle, WA info@nwkidsshow.com www.nwkidsshow.com

16-19

Dallas Apparel & Accessories Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

18-23

New York International Gift Fair Piers 92 & 94, Javits Center New York, NY (800) 272-7469 www.nyigf.com

12/19/11 2:51 PM

M ARKETPLACE

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VDOHV#UXIIOHEXWWV FRP

12/18/11 2:52 PM

Bibi & Mimi ÂŽ

peace...love...baby baby gifts...packaged with love

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M ARKETPLACE

*NNFEJBUF %FMJWFSZ

)FBECBOET 'MPXFST 'FBUIFST TPME CZ UIF TUSJQ PS UIF QJFDF

#084 XXX CPXTBSUT OFU

20-22

KIDShow Ballyâ&#x20AC;&#x2122;s Hotel Las Vegas, NV (908) 232-0867 www.kidshow.cc

OCTOBER 14-17

ABC Kids Expo Kentucky Exposition Center Louisville, KY (210) 691-4848 www.theabcshow.com

15-18

LA Kids Market California Market Center Los Angeles, CA (213) 630-3683 www.californiamarketcenter.com

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20-22

NW Kids Show DoubleTree by Hilton Seattle, WA info@nwkidsshow.com www.nwkidsshow.com

20-23

Kidz at Stylemax 222 Merchandise Mart Plaza 7th Floor Market Suites Chicago, IL (800) 677-6278 www.kidzatstylemax.com

Editorâ&#x20AC;&#x2122;s Note: Show details are subject to change. Please call the phone numbers or visit the show websites for up-to-date schedules. Show sponsors may send updates to editorialrequests@9threads.com.

ABC Kids Expo Oct. 14-17 Louisville, KY

Net TULLE Tricot www.tutufabric.com Fashion Fabrics

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EARN_59 59

12/19/11 2:56:38 PM

REMIX

Our stylist Fiona visited the office just before school let out for winter break—a prime time to test out the brightest and wildest in Fall ’12 outerwear and cold weather accessories. “Winter is my favorite season because of the snow,” she explained, adding that she’s looking forward to months of snowmen and snow dog building and winning snowball fights against her older sister, Shelia. Thanks to her fondness for metallic coats and neon accessories, Fiona will need to hunker down in more creative hiding spots during the next snowball match. While shopping Earnshaw’s outerwear rack, the second-grader gravitated to cuddly fleece jackets, a magenta pea coat with a sophisticated print, chunky knit gloves and lots of pink—her favorite color. Fiona was also eager to try on a furry Spirit Hood, a must-have accessory she and her sister are pining for. “They come in all different animals, like polar bears and leopards,” Fiona reported. “They are so cool and comfortable!” —Angela Velasquez

Clockwise from top left: London Fog by Amerex pea coat, Appaman earmuffs, scarf by Peace of Cake; Puffer coat by Appaman, Peace of Cake knit hat and gloves; Rugged Bear by iApparel reversible jacket, Appaman hat, Peace of Cake gloves; Mack & Co. fleece coat, Spirit Hood hat

PHOTOGRAPHY BY NANCY CAMPBELL. FASHION EDITOR: ANGELA VELASQUEZ.

STYLIST: FIONA AGE: 7 HOMETOWN: GLEN COVE, N.Y.

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EARN_COV3 COV3

12/14/11 10:42:36 AM

Little Me

112 W. 34th Street Suite 1000 NY, NY 10120 212-279-4150 Mark Zelen

www.littleme.com Northeast Bill & Sandie Ellsworth 781-326-3999 Southeast Paul Daubney 404-577-6840 Caribbean/Latin America/ South Florida Rolando & Ana Hidalgo 305-266-8745 West Coast Teresa Stephen & Krystal Crooymans 866-723-KIDS Midwest Richard Finkelstein & Al Zaiff 800-935-0236 Texas/Southwest Annette Cardona-Stein 214-637-4446 International Nathan A. Mamiye 212-216-6008 See us at: The Children’s Club NYC, Jan. 22nd-24th Kids Show Las Vegas Bally's, Feb. 13th-15th

EARN_COV4 COV4

12/18/11 3:29:23 PM